One day it’s perfectly OK to work in a certain way, the next day a search engine algorithm change destroys your rankings. Luckily it’s usually possible to recover your visibility, or at least some of it, whether it’s a matter of asking for a reconsideration or changing your site so it meets the latest criteria. Google has given significant backing to its Accelerated Mobile Pages initiative too, and the evidence so far suggests it is paying off. Dealing with a Google algorithm change like the page layout update can feel like falling into an abyss of constant web design changes over and over again. The notion of UX (user experience) has evolved to become the guiding framework for search engines.

Technical aspects of link building

The most recent ranking studies show that getting your website higher on the SERP involves more factors rooted upon relevancy than previously exposed. The pages which contain the most relevant content to each query are now appearing higher in the search results. Think about SEO from the perspective of the minds behind Google. Through deep learning, the goals of the developers behind Google is to generate search results that genuinely benefit the user. Website crawl-ability and making a website searchable goes beyond making sure Google can “crawl” the website. Understanding how a website’s users (including Google) are navigating a website is key to building an information architecture. Building the information architecture in a way that mirrors their thought processes will help both user types discover information on a website. Pick a niche that has a large enough appeal to give you a big market but at the same time, pick a niche that won’t be too competitive for you to make any dent in. Look for subject matters that cater to a specific audience and that people can really get passionate about.

Canonical URLs in the Wild

Web pages containing matching verbiage will have lower visibility in searches. Many years ago, Google put together its search quality team, which is responsible for ensuring users get the best possible user experience by making sure that key signals of quality websites align well with results on search engine pages. Their job description is straightforward “A few hundreds of millions of times a day people will ask Google questions, and within a fraction of a second Google needs to decide which among the billions of pages on the web to show them — and in what order.” A lot of SEO has been focused on technical matters and very highly specific ways to configure your website and stuff like that. There are best practices, and you need to make sure you get the basics right, but it is true that a lot of SEO is now circling back around to good old fashioned marketing." Google stopped showing right sidebar ads and put 4 ads above the fold (instead of 3), pushing organic results farther down.

Great content and backlinks are still the most powerful tools in your toolbox

For many, SEO seems like a dark art. When it comes down to it though, it’s really about ensuring there are no obstacles to the site being found in search engines. Then it’s a matter of providing the searchers with what they’re looking for. The search engine optimization (SEO) world has undergone some big changes in the last few years—the biggest being coming in the form of Google’s heightened push towards strong user experiences. A good link profile is not just backlinks. Stated another way, backlinks are just one component of the link profile. There is a deeper complexity to the backlink discussion. We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "Cross linking is a great technique to get a better user experience. This can be an added advantage to you, if you have sites related to it. The more inbound links you have, the better it is. Cross links also helps in improving your rank in search engines ."

Align your SEO copywriting efforts with the conversion funnel

Chances are, there are a number of sites that cover topic areas similar to yours. Opening up
communication with these sites is usually beneficial. Hot topics in your niche or community could
spark additional ideas for content or building a good community resource. High quality images are very important for every website. However, big images mean slower sites. Optimizing images will reduce the file size and will improve your site’s loading speed tremendously. Site owners must focus on the quality of the backlinks rather than number of backlinks. Quality links mean links from a relevant site with a higher authority. Search Engine Optimization should start with creating and uploading content. This can include a lot of things but the most basic piece of content that you will use is articles.